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BNY MELLON
APPLICATION
Determining the existing solutions to the customers problem will help in identifying the customer utility gaps and sub-problems of the core problem.
APPLICATION
Determining the customer experience process is an important step in breaking down the core customer problem into its sub-problems.
ASSIGNMENT EXPLANATION
Using the templates, identify the existing direct and indirect competitive solutions and create a competitive profile for two of the solutions: 1. List out the direct and indirect competitive solutions to your product idea. Talk to potential customers to confirm the existing solutions identified. 2. Select two direct and indirect solutions and complete the competitive profile chart. Leverage customer feedback to complete each profile. 3. Talk to at least five (5) potential customers or internal experts to complete the assignment.
ASSIGNMENT EXPLANATION
Select a direct and indirect competitive solution from the previous assignment and map out the customer experience: 1. Outline the process that your target customer experiences in order to use the product or service. 2. Describe the purchase process, the process of using the product, the process of using additional supplements and the disposal (cancellation) of the product. 3. Talk to at least five (5) potential customers to confirm the customer experience you have mapped out.
FOCUS
Leverage the customer experience map to identify gaps in the existing solution in order to better understand the sub-problems of the customer.
APPLICATION
Determining the gaps in the existing solution is the last step in the process of breaking down the core customer problem into the sub-problems that your solution(s) should solve.
APPLICATION
A concise problem statement will allow you to communicate your idea in a structured and complete way.
ASSIGNMENT EXPLANATION
Complete a customer utility gap analysis for the two customer experience maps created in the previous assignment. Identify the customer issues related to the direct and indirect existing solutions. Complete the customer utility matrix and discuss your assumptions with at least five (5) customers.
ASSIGNMENT EXPLANATION
Draft your problem statement by identifying the following: 1. 2. 3. 4. 5. 6. Your target customer The pain of your target customer The existing solution The customer utility gaps The potential solution Value proposition from the solution
Test your problem statement with at least five (5) potential customers. Try to identify which parts of the problem statement resonate with the target customer.
APPLICATION APPLICATION
This article provides additional context for the concepts that are discussed in the Session 1 workshop. This article provides additional context for the importance of experimentation and challenging assumptions.
APPLICATION APPLICATION
This presentation provides supporting information for the development of the competitive analysis in the prior assignment. This presentation provides a framework for breaking down a core problem into subproblems by constructing a problem tree.
WITH
THE
APPLICATION
This presentation provides a framework for identifying the customer experience and the core utility of a product.
APPLICATION
This article provides supplemental content on the formation and development of an initial product idea.
ASSIGNMENT EXPLANATION
The buyer utility map is a tool developed by professors at the elite business school INSEAD, which helps to identify which business ideas have real commercial potential. Along with pricing and the business model, utility proposition is one of the pillars of an ideas commercial potential (Kim & Mauborgne, 2000). The buyer utility map can be used to create exceptional utility with new products and services or by innovating existing products and services.
ASSIGNMENT EXPLANATION
Daniel Gulati, a tech entrepreneur based in New York and coauthor of the book Passion & Purpose: Stories from the Best and Brightest Young Business Leaders, spent several months investigating exactly where successful founders got their revelations. In his survey and interviews of over 50 entrepreneurs at three different stages (prefunding, growth, and acquired/gone public), he found that 90% of ideas came from five core areas.
SOURCES
OF
ASSIGNMENT 1 TEMPLATE
Existing Competitive Solutions
Product Description
Customer Description
ASSIGNMENT 1 TEMPLATE
Competitive Profile
Direct Competitor
Existing Solution 1: Existing Solution 2:
Indirect Competitor
Existing Solution 1: Existing Solution 2:
Product Description:
What do customers like about the product? What do customers dislike about the product? What is the products competitive advantage? What are three (3) assumptions that you have about the competitive product?
ASSIGNMENT 2 TEMPLATE
Customer Experience Map
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ASSIGNMENT 3 TEMPLATE
Customer Utility Gaps Customer Experience Cycle
Purchase Delivery Use Supplements Maintenance Disposal
Customer Productivity
Simplicity
Convenience
Risk
Costs
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ASSIGNMENT 4 TEMPLATE
Problem Statement
Problem Statement Instructions:
Draft your problem statement below. Identify the various parts of the problems statement by coloring each section (highlight or colored font) with the colors listed below: Target Customer Green Existing Solution Yellow Customer Utility Gap Blue Product Idea Purple Value Proposition Red
Problem Statement
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